Patagonia, Inc., situated in Ventura, California, was founded and is owned by Yvon Chouinard. In the late 1950s, he started out inventing, producing, and marketing rock climbing equipment. His experimenting resulted in a better ice ax, which became the foundation for modern ice ax design. In 1964, he released his first mail-order catalog, a one-page mimeographed leaflet that warned customers not to anticipate quick delivery during the climbing season. In 2001, he co-founded One Percent for the Planet with Craig Mathews, owner of West Yellowstone's Blue Ribbon Flies, an association of businesses that donate at least one percent of their net annual sales to groups on a list of researched and certified environmental organizations.